Digital success starts with a plan that reflects capabilities, objectives, markets and a willingness to challenge assumptions. defaultLogic leverages technology, research and the experience of our consultants to create a digital blueprint for our clients. Through strategic testing, our clients quickly identify and develop assets that support their planning and decision-making process. Together, we create a Digital Strategy that serves as the foundation for online success.

We have over 20 years experience helping retailers build, market and manage their digital business. We've worked with leading retailers, distributors and manufacturers to engage and convert online consumers. defaultLogic has developed, implemented and managed digital strategies that enabled products and retail brands to succeed -- even in a down economy. We understand the technology, tactics, and processes for Digital Retail success.

defaultLogic enables clients to develop the skills to succeed in a digital environment with a hands-on approach to learning. Training is offered on Digital Marketing and Web Technology by experienced professionals. Our instructors are subject matter experts who've taught at the graduate and undergratuate level. Clients are given the tools and guidance to apply what they learn to meet business objectives.

Proven Expertise

Helping businesses to succeed online is our passion. Our consultants have developed digital strategies, processes, tactics and technology that generate profitable revenue. We've led the efforts of Top 500 e-Retailers and helped create Top 1,000 e-Retailers. We've worked with B2B and sales-driven organizations to increase leads and reduce noise in the conversion funnel. We have a track record and know what digital success looks like.

defaultLogic Insights

Get insights on Digital trends and opportunities from thought leaders at defaultLogic.com. Join the discussion or share on social media.

Search is a powerful tool for identifying and measuring intention-based markets. However, search has it's limitations as a tool for building traffic and sales. Searches are dependent upon previous exposure to the concept being searched for. If exposures to a concept decline prior to search, searches will decline. Also, as brands are established earlier in the buying process, search volume will decline. Brand terms eventually dominate intention-based markets, siphoning away searches from non-brand intent.

Wayfair and Plow & Hearth engage the home products market with radically different approaches. Wayfair is focused on being seen and developing its brand. Plow & Hearth follows a conventional strategy focused on clicks. See which approach wins.

You've spent valuable time and resources creating content that engages your audience. You've followed the rules and posted it to LinkedIn and facebook. You've included keywords and tags so it could be picked up by Google. Yet, your effort is rewarded by a handful of visitors who don't engage with your site. We can fix that!

A report by Fluent showed that TV ads (40%), Print ads (39%), and Online ads (39%) had the highest reach among listed channels. The problem for retailers isn't just reach in choosing TV or Print over digital media. The bigger problems are cost and the ability to engage a younger target audience.

Is it a good idea to scrub your email list of "Inactive Subscribers"? Analysis of billions of email sends has shown that Inactive Subscribers outperform Active Subscribers on the measure of Order Frequency and Order Value. This indicates that the messaging within the inbox does not require opens or clicks to be effective.

Being seen online influences purchases offline. According to ComScore, search exposures generate an incremental sales lift of 82%, while display ads provide a lift of 16%. When search and display were used together, a sales lift of 119% was reported.

Being seen matters -- even in paid search. A high click-through rate (CTR) only means you're being seen fewer times for the same number of clicks. Being seen fewer times for the same number of visitors limits the abiliity to build your brand. Exposures with paid search increase your brand activity -- and brand activity drives the majority of conversions.

The idea that marketing is dead has emerged with the rise of the Internet. We have been told that being seen is less important than getting click. We've been persuaded that branding does not or cannot occur online. The irony is that effective advertising and branding has persuaded marketers of the idea that advertising and branding no longer works.

Traditional agencies have the talent and experience to help their clients succeed online. Unfortunately, the strategies and processes they employ strip them of these advantages -- making the brands they represent less competitive in the digital marketplace.

Today, few marketers understand how consumers buy online and how digital advertising influences their decision-making. This is reflected in strategies focused on clicks and that ignore or devalue the effects of being seen. Once Digital Marketers understand the buying process represented by consumer intent, the importance of branding and exposures becomes apparent.

Digital Marketing Best Practices offer a path to predictability and a disconnect from basic marketing principles. When marketers uncover genuine "Best Practices", they become strategic assets for the brands they represent. They don't become codified into a technical manual -- because these assets aren't shared. Today, “Best Practices” reveal how competitors and markets are likely to behave. When the "Best Practices" are wrong, they provide a significant advantage to marketers who know better.

Local newspapers must challenge their digital assumptions if the industry is to survive and remain relevant. Newspapers must be the ones who prove online exposures have value for their advertisers. If print media is to survive, it must transition its mission to digital markets while it still has a brand and an audience. Proving the value of online exposures to advertisers will help publishers understand digital markets, how consumers make decisions online and the benefits of digital advertising.

Branding does occur online. In fact, it can be measured and strategies can be employed to grow this activity. Brand activity is where the majority of online sales come from. For this reason, learning to measure and build your brand is vital to online success.

Branding does occur online. In fact, it can be measured and strategies can be employed to grow this activity. Brand activity is where the majority of online sales come from. For this reason, learning to measure and build your brand is vital to online success.

What if everything we've been told about Digital Advertising is wrong? What if you could scale your business by getting in front of consumers with ads that let them know you exist? What if online exposures did have value?

In 2009, I was invited to speak at the Internet Retailer Conference in Boston. There, I outlined the principles of Intention-Based Marketing to an audience of business owners and online retail professionals. I attempted to describe a marketing process that brings retailers closer to consumers -- rather than a method for manipulating search engines or getting the highest number of clicks.

With the decline of traditional media, many bricks-n-mortar retailers have become desperate to reach new customers – and remind old customers that they still exist. Shops who built their business on phone book, newspaper, radio or television advertising are paying a premium to reach a smaller and smaller audience.

In the Digital Marketing community, it is considered desirable for campaigns to have a high click-thru rate (CTR). Often, this is achieved by skewing messaging towards clicks versus letting consumers know who you are, what you do and how to find you. Based on how consumers actually make purchases online, this is a mistake. Sales are influenced far more by brand messaging than by clicks -- even within paid search.

What's a quick and easy way to increase conversions -- and revenue -- via your shopping cart? Want "low hanging fruit"? A good place to start is Funnel Navigation Analysis. This is where you break down each part in the path toward a goal (usually a conversion where you generate revenue).

How much is each of your customers worth over their lifetime? This question impact how much your willing to spend on customer aquisition. It also leads to other questions and answers that can move your business forward -- relating to customer buying cycles, retention and upsell strategies.

defaultLogic Research

Get insights on Digital trends and opportunities from the thought leaders at defaultLogic.com. Join the discussion or share on social media.

According to a survey by Chief Marketer, 68% of B2B marketers are testing personalization of content or offers. 66% are testing based on types of content engaged with and 53% focus personalization on job function and title.

Based on an analysis of 6.6 billion email sends from retailers by MailChimp, it may be a bad idea to purge inactive subscribers from your lists. Those who didn't open or click on emails had a higher order frequency and order value than active subscribers. Perhaps, just seeing an email in their inbox was enough to inspire action.

A survey of 284 marketing influencers by Ascend2 asked participants about the most important data-driven marketing objectives. 51% responded that basing more decisions on data analysis is the most important objective.

Marketers and agency professionals report that reachning potential customers in a meaningful and compelling manner is the top challenge. Slightly behind this challenge is accurate and reliable measurement and reporting.

Being seem in paid search increases brand awareness, according to a study by Google and Ipsos. Across 12 verticals, a 6.6% lift in top-of-mind brand awareness was reported. Automotive and B2B increased brand awareness by 9% points. CPG increased by 8% and retail by 6%.

According to a survey of business professionals, thought leadership is driven by the quality or nature of research analysis and the credibility of data (55%). Only 5% assign trust to the media/public profile of information provider.

71% of marketers cite attributing social and content to revenue as the top challenge in proving ROI. A distant second is aligning KPIs with business goals (49%), followed by attributing leads to revenue (47%).

B2B and B2C marketers surveyed provide insights on improving the customer experience. The top issue for B2B marketers was making the experience as valuable as possible (32%), while B2C marketers view personalization and relevance (28%) as the key to improvement.

Developed Strategies and Processes that Enabled Brands to Grow During an Economic Downturn.

Taught Advanced Internet Marketing Strategies at the graduate level.

Manage research, learning and skills at defaultLogic. Create an account using LinkedIn or facebook to manage and organize your Digital Marketing and Technology knowledge. defaultLogic works like a shopping cart for information -- helping you to save, discuss and share.